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Nathalie Nahai Nir Eyal Roger Dooley #DesignMind
Designing for the Mind
Nathalie Nahai @nathalienahai
TheWebPsychologist.com
Nir Eyal @nireyal
nirandfar.com
Roger Dooley rogerdooley.com
@rogerdooley
#sxsw #DesignMind
@rogerdooley @nathalienahai
@nireyal
Daniel Kahneman Ronald Coase
Daniel Kahneman
System 1 System 2
Right/Left Brain?
Emotion
Art
Non-conscious
Creativity
Right/Left Brain?
Speech
Logic
Conscious
Math
Reality: It’s Complicated
5% Conscious
95% Non-conscious
How much of the brain are you designing for?
#DesignMind #sxsw @rogerdooley
Friction
Ronald Coase
Friction = The time, money, and effort lost in getting
what you want.
Difficulty: Real and
Perceived
#DesignMind #sxsw @rogerdooley
Real Friction Form Fields Steps in Checkout Process Instructions “What am I supposed to do?” ANYTHING in Conversion Sequence
High Friction
High Friction
$4,000,000,000,000.
2015 Est. – Business Insider
#DesignMind #sxsw @rogerdooley
Near-Zero Friction
Security Friction
“Imaginary” Friction &
Cognitive Fluency
#DesignMind #sxsw @rogerdooley
Difficulty Cooties
Design & Naming Choices
Your App, Order
Process, etc.
#DesignMind #sxsw @rogerdooley
Difficult = Risky
“Magnalroxate” “Hnegripitrom”
Safer è è è More Dangerous
Difficult = Risky
“Chunta” “Vaiveahtoishi”
Safer è è è More Dangerous
Easy = True
Fluency & Image Placement
Go with the flow!
ñ
ñ
ñ
ñ
Image Placement
More Fluent & Believable Less Fluent & Believable
Fluency & Design Choices
Confession Site
I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
Confession Site
I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
More “fluent” site = More revealing posts
Drunk Tank Pink, Alter
17% couldn’t decide.
40%
couldn’t decide.
#DesignMind #sxsw @rogerdooley
Minimize perceived friction with simple fonts, short text,
& easy-to-read design.
#DesignMind #sxsw @rogerdooley
If you remember just one thing …
Change is constant and accelerating…
Communication 50 Years
Media 50 Years
Mobile!
Big Data!
Social Media!
Our Brains NO Change in 50,000 Years!
Design for the way your customer’s
brain really works!
#DesignMind #sxsw @rogerdooley
Nathalie Nahai Nir Eyal Roger Dooley
Designing for the Mind
